BUY NOW, PAY LATER: DETERMINANTS OF PAY LATER SERVICE AFFECTING THE LIFESTYLE OF SOCIETY

Abstract

Abstract: The existence of pay later proves to be helping many people including college students, however there are several problems related with the usage from college students. There are 3 main determinants of pay later service which are transaction benefit, transformational advertising and discount. The research aims to gain more comprehensive understanding in which these determinants from the pay later service affecting the lifestyle of college students that utilize Gopay as part of pay later service. This study uses a quantitative method and multiple linear regression analysis as a tool to analyze the data that has been collected. The findings of this study show that transaction benefit and discount affect student’s lifestyle significantly, while transformational advertising does not significantly affect the lifestyle. Based on the result, the researcher provided several recommendations which are: adding more benefit regarding transaction for the business improvement in the future, improvement of advertisement which co-exist with the users in order to increase the number of users, and lastly improvement of discount implementation within pay later service for the betterment of the company that run pay later service. 

Keywords: pay later service, transaction benefit, transformational advertising, discount, lifestyle